The power of ‘advertainment’ in brand communications: where entertainment meets advertising

In an era of sensory overload, where consumers are faced with a barrage of content at every waking moment, standing out is becoming an increasingly difficult task for brands. But there is a solution to capturing the attention of the distracted generation. Back in my TV production days in Paris, about 15 years ago, we were already exploring the concept of ‘advertainment’. We pitched innovative mini-series ideas to brands like McDonald’s and Club Med.

While the vision was clear and ahead of its time, the concepts failed to see fruition. The evolving priorities and dynamic goals of marketing departments at the time made it difficult to sell the concept of long-term promotions.

But now, with consumer scepticism on the rise, we’re seeing a backlash against traditional advertising. Today’s marketers are crying out for new ways to capture hearts, minds, and most importantly — attention.

As the lines between content and commercials blur, the brands riding this wave are rewriting the rules of engagement.

Welcome to the future of brand communications.

What is ‘advertainment’?

‘Advertainment’, a portmanteau of advertising and entertainment, is a creative strategy that seamlessly weaves marketing messages into pure entertainment content.

Modern ‘advertainment’ subtly incorporates promotional messages into forms of content, including video, games, podcasts, virtual reality experiences, and interactive web series.

Rather than interrupting the flow of the content with an ad, the brand becomes the storyteller, engaging viewers with content that feels organic, authentic, and relevant. The content is the ad.

In a landscape where consumers are quick to skip, mute, or block ads, ‘advertainment’ offers an enticing promise: an audience willingly engaged, emotionally invested, and, ultimately, more receptive to the brand’s message.

One of the first notable examples of ‘advertainment’ was the 8-minute short film for Pirelli, Mission Zero, starring Uma Thurman back in

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Android tackles power management w/ community help

Google has unveiled new community-written test suites for Android devices, intended to address power management and other issues.

For years now, Android has had the Compatibility Test Suite (CTS), an automated process that ensures an in-development phone, tablet, or other device is compliant with various requirements of Android. Of course, the full Android Compatibility Definition Document (CDD) is massive and ever-growing, and it will likely never be fully covered by CTS.

Because of that, quite a few devices have released over the years that don’t fully comply with Android’s requirements in a way that has negatively impacted app developers. One of the more frequently cited examples is the way that various Android device makers handle things like foreground services and background apps. This issue is showcased on the website “Don’t Kill My App,” created by Urbandroid, the developers of Sleep as Android.

For its part, Google has decided to let the developer community tackle these issues more directly by launching “Developer-powered CTS” (CTS-D) tests which have been written and contributed by the community. As such, these tests will be open source and can be run by any Android developer or enthusiast who wants to see if their device is compliant.

The first batch of CTS-D tests was contributed by Petr Nalevka, head of the Urbandroid team, and it checks the use of foreground services and wake locks on Android devices. Looking ahead, Google is seeking the contribution of more tests related to power management.

However, it’s not clear how effective these CTS-D tests will be at improving the Android ecosystem. Despite the fact that Google is only allowing tests that cover parts of the Android CDD marked as “MUST” — meaning any device that fails these tests is not a compliant Android product — the company is

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Unleashing the power of virtual reality in metaverse marketing

Kroger Precision Marketing Builds In-House Advertising Platform to Power the Future of Retail Media

The retail media business of Kroger is expanding talent and capabilities to improve shopping experiences and increase advertising performance.

CINCINNATI, OH / ACCESSWIRE / June 28, 2023 / Kroger Precision Marketing (KPM), the retail media business of Kroger powered by 84.51°, is building the next generation of advertising technology in-house. The new KPM advertising platform will accelerate the ability for retail data to improve shopping experiences while also making it easier for advertisers to activate, measure, and optimize campaigns.

The new self-service platform will initially encompass Kroger’s existing product listing ads and onsite display advertising. It will later power KPM’s entire retail media service portfolio.

“Retailers are creating the consumer-first future of advertising,” said Cara Pratt, Senior Vice President of Kroger Precision Marketing. “We know we need to remove friction from the retail media buying process. Building a new foundation of integrated technology empowers brands and agencies to maximize retail media’s potential. Together, we will deliver a more convenient, personalized, and inspirational shopping experience.”

Retail media emerged with fragmented advertising systems for different media channels. By building an in-house advertising platform, KPM will offer a more unified marketing strategy between various on-site and offsite media channels. The new platform will also pave the way for greater interoperability with other media activation and management software.

As a self-service advertising platform, initial capabilities will allow clients to:

  • Reach relevant audiences using search-based insights and custom ad groups.
  • Design, iterate, and activate creative messages within the platform.
  • Customize and save multiple creative templates by brand and product.
  • Optimize all campaign elements including budgets, messaging, and flighting.
  • Build reports and boost performance against deterministic retail data – including sales lift, household penetration and unit lift.

All advertisers will be able to transition to the new platform before the end of 2023. Advertisers using

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The Power Of Seduction: Rebranding Beauty Secrets – Advertising, Marketing & Branding

Awell-executed rebrand can revitalize flagging turnover,
rescue a business from bankruptcy and transform a near-closure into
a global leader. Leveraging new or refreshed Intellectual Property
(IP) has the potential to turn your company’s fortunes skyward
– if you can get it right.

We recently covered some of the perils of flawed rebrands: customer
alienation, reputational damage and financial loss. Typically
arriving hand-in-hand, these can result from a failure to take full
stock of a brand’s existing situation, its consumer base and
the desired outcome for both. Then again, if a company is mindful
of what is involved in properly reshaping a brand, the benefits can
be worth the risk.

What it takes to rebrand in style

Candid self-reflection and careful planning are the keys here,
but neither achieves a great deal without a healthy approach to
end-user communication. When all is said and done, a brand lives or
dies according to how it is perceived and treated by the public,
and guiding this interaction is only possible when IP management
and marketing work in harmony.

To do this, you must ask yourself some all-important
questions:

  • What is my brand’s current condition?

  • Who are my existing customers, and whom do I want to
    attract?

  • What new brand image do I what to convey?

  • What are my immediate and long-term targets?

And most difficult of all:

  • How do I reach my goals without losing what I already
    have?

It pays to be frank with yourself at this stage – if you
do not face up to any uncomfortable realities regarding your brand,
the market will be more than happy to do it for you. Once you have
identified which trademarks and designs you would like to modify as part of
your efforts,

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Oregon Business – 2023 Power Book: Advertising, Marketing and Public Relations Firms

Ranked by number of Oregon and Southwest Washington employees


1. Wieden+Kennedy

OR and SW Wash. employees: 550
Offices Worldwide: 8
Year Established: 1982

2. Logical Position

OR and SW Wash. employees: 379
Offices Worldwide: 7
Year Established: 2010

3. Direct Marketing Solutions

OR and SW Wash. employees: 330
Offices Worldwide: 2
Year Established: 1982

4. Thesis

OR and SW Wash. employees: 265
Offices Worldwide: 1
Year Established: 2002

5. WE Communications

OR and SW Wash. employees: 176
Offices Worldwide: 18
Year Established: 1983

6. Rain the Growth Agency

OR and SW Wash. employees: 134
Offices Worldwide: 4
Year Established: 1998

7. CMD

OR and SW Wash. employees: 120
Offices Worldwide: 2
Year Established: 1978

8. Opus Agency

OR and SW Wash. employees: 103
Offices Worldwide: 2
Year Established: 1993

9. VTM/Nereus

OR and SW Wash. employees: 85
Offices Worldwide: 1
Year Established: 1995

10. Sq1

OR and SW Wash. employees: 75
Offices Worldwide: 14
Year Established: 2010

11.  Finn Partners

OR and SW Wash. employees: 71
Offices Worldwide: 33
Year Established: 2011

12. Owen Jones and Partners

OR and SW Wash. employees: 52
Offices Worldwide: 2
Year Established: 2002

13. R/West

OR and SW Wash. employees: 49
Offices Worldwide: 3
Year Established: 1997

TIE 14. Babcock & Jenkins

OR and SW Wash. employees: 40
Offices Worldwide: 1
Year Established: 1992

TIE 14. Havas Edge

OR and SW Wash. employees: 40
Offices Worldwide: 5
Year Established: 1988

16. Edelman

OR and SW Wash. employees: 37
Offices Worldwide: 67
Year Established: 2002

TIE 17. North Inc.

OR and SW Wash. employees: 35
Offices Worldwide: 1
Year Established: 2006

TIE 17. Pivot Group

OR and SW Wash. employees: 35
Offices Worldwide: 1
Year Established: 2004

19. Grady Britton

OR and SW Wash. employees: 31
Offices Worldwide: 1
Year Established: 1974

20. broadhead|HMH

OR

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